The present study aims to verify if the use of the hashtag \#paisagemcultural on Instagram, contributed to the formation of a community engaged in discussing issues related to intangible heritage and the extent to which the platform has assumed, even if indirectly, an educational role. For this purpose, all 1,591 posts that used the hashtag, were collected, tabulated and categorized according to the combinations of hashtags used, number of likes, saves, comments and information contained in the profiles that used the marker \#paisagemcultural. The results indicate that an initial group of architects and researchers, linked to some public institutions began to disseminate the hashtag in their postings and, subsequently, other segments of it have appropriated (tourism agencies, travel vlogs, companies selling consumer materials and services) and combined their dissemination strategies with resources of educational practice in non-formal contexts, contributing to expand knowledge on the topic.